{"id":80679,"date":"2019-05-10T13:54:58","date_gmt":"2019-05-10T11:54:58","guid":{"rendered":"https:\/\/ipmark.com\/?p=80679"},"modified":"2019-05-10T13:54:58","modified_gmt":"2019-05-10T11:54:58","slug":"la-inversion-publicitaria-catalana-experimenta-la-peor-caida-desde-2014","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=80679","title":{"rendered":"La inversi\u00f3n publicitaria cay\u00f3 un 7,3% en Catalu\u00f1a"},"content":{"rendered":"<figure id=\"attachment_80680\" aria-describedby=\"caption-attachment-80680\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-80680\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/05\/portada-inversion-catalu\u00f1a-cae.jpg\" alt=\"En total, la inversi\u00f3n catalana fue de 915,8 millones de euros, seg\u00fan datos extra\u00eddos del \u00faltimo informe de InfoAdex.\" width=\"690\" height=\"413\" \/><figcaption id=\"caption-attachment-80680\" class=\"wp-caption-text\">En total, la inversi\u00f3n catalana fue de 915,8 millones de euros, seg\u00fan datos extra\u00eddos del \u00faltimo informe de InfoAdex.<\/figcaption><\/figure>\n<p><strong>Mientras que la inversi\u00f3n publicitaria global creci\u00f3 en Espa\u00f1a un 3% durante el a\u00f1o pasado, el <a href=\"https:\/\/ipmark.com\/inversion-publicitaria-en-cataluna\/\">presupuesto para comunicaci\u00f3n de los anunciantes<\/a> cay\u00f3 un 7,3% en la comunidad catalana.\u00a0<\/strong><\/p>\n<p>En total, la inversi\u00f3n catalana fue de <strong>915,8 millones de euros<\/strong>, seg\u00fan datos extra\u00eddos del \u00faltimo informe de <strong>InfoAdex<\/strong>. Si contabilizamos todas las regiones espa\u00f1olas, el patrocinio registrado por los anunciantes en 2018 supuso <strong>el 20,8% sobre el tot<\/strong>al de Espa\u00f1a.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-80683\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/05\/gr\u00e1fico-inversi\u00f3n-publicitaria-catalu\u00f1a.jpg\" alt=\"gr\u00e1fico inversi\u00f3n publicitaria catalu\u00f1a\" width=\"507\" height=\"285\" \/><\/p>\n<p>Este descenso de inversiones se viene experimentando desde <strong>2017<\/strong>, cuando se registr\u00f3 una t\u00edmida <strong>ca\u00edda del 0,6%,<\/strong> en comparaci\u00f3n con los resultados de 2016. Hace tres a\u00f1os, los medios recibieron la mayor inyecci\u00f3n de por parte de los anunciantes desde 2014, en concreto, <strong>993 millones de euros.<\/strong><\/p>\n<p>Por sectores, la distribuci\u00f3n fue superior a la registrada en la media nacional a lo largo del a\u00f1o pasado. <strong>Automoci\u00f3n<\/strong> (19,5%), <strong>Alimentaci\u00f3n<\/strong> (16%), <strong>Distribuci\u00f3n y Restauraci\u00f3n<\/strong> (11,4%), <strong>Belleza e Higiene<\/strong> (10%) y <strong>Salud<\/strong> (7,7%), fueron los cinco sectores en los cuales la comunidad catalana tuvo una mayor participaci\u00f3n que la media. Por su parte, <strong>Cultura, Ense\u00f1anza y Medios de Comunicaci\u00f3n<\/strong> represent\u00f3 una cuota inferior, que fue del 6,1% frente al 6,9% experimentado a nivel nacional.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-80684\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/05\/inversion-por-sectores.jpg\" alt=\"inversion por sectores\" width=\"561\" height=\"315\" \/><\/p>\n<p>En ese sentido, la mayor parte de la inversi\u00f3n recibida en los medios catalanes proviene del sector de la Automoci\u00f3n. De hecho, el primer anunciante fue el <strong>Grupo Volkswagen<\/strong>, que registr\u00f3 el <strong>9,5% del patrocinio<\/strong> publicitario generado por empresas con sede social en dicha comunidad.<\/p>\n<p>Adem\u00e1s, los medios de la propia comunidad recibieron menos inversi\u00f3n publicitaria por parte los anunciantes en 2018, con una <strong>ca\u00edda del 3,4%<\/strong> (113,4 millones).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mientras que la inversi\u00f3n publicitaria global creci\u00f3 en Espa\u00f1a un 3% durante el a\u00f1o pasado, el presupuesto para comunicaci\u00f3n de<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[1593,175],"class_list":["post-80679","post","type-post","status-publish","format-standard","hentry","category-marcas","tag-cataluna","tag-inversion-publicitaria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n publicitaria catalana, experimenta la peor ca\u00edda desde 2014<\/title>\n<meta name=\"description\" content=\"En total, la inversi\u00f3n publicitaria catalana fue de 915,8 millones de euros, seg\u00fan datos extra\u00eddos del \u00faltimo informe de InfoAdex.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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